Integrated Marketing Communications: Milestone 2
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Using #Social Media to Leverage Your #PR Efforts - @Overit

Using #Social Media to Leverage Your #PR Efforts - @Overit | Integrated Marketing Communications: Milestone 2 | Scoop.it
We have come a long way from faxing press releases and looking up reporters in Bacon’s Directories, a Webster’s Dictionary-esque book that was rarely up-to- (Using Social Media to Leverage Your PR Efforts http://t.co/UNgf4TNTBf...

Via Josepf J Haslam
Virgilio Lamaignere's insight:

Social media has given Public Relations professionals a whole new way to develop relationships with customers and with the media. Now they can monitor target audiences in order to craft specific contents to each one of them and whilst eliminating the old “one size fits all” strategy PRs can drive the desired respond accordingly. Still, readers and customers can provide instant feedback allowing the PR to take immediate response and avoid bigger problems. And the author makes a good point in saying that it’s also important to start breaking the digital barrier and start building real relationships with them as everybody will benefit from it. 

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jamie johns's comment, September 22, 2013 7:46 PM
Virgilio is right, developing and building relationships with customers via social media is exactly what companies need to do. In terms of everybody benefiting from it, this means that the customer will feel more attachment to the brand, and the company will reap these benefits by grabbing extra sales and loyalty
Abby Sy Roldan's comment, September 25, 2013 7:18 PM
@Virgilio I also agree that using social media to build relationships with customers is the way to go. Social media is todays' communication tool and it gives many opportunities for marketers if they integrate it in their IMC program.
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Big Brands Are Missing the 'Social' in Social Media

Big Brands Are Missing the 'Social' in Social Media | Integrated Marketing Communications: Milestone 2 | Scoop.it
Many social media campaigns focus on individuals, missing the relationships among individuals and the economic power of those relationships (Big Brands Are Missing the 'Social' in Social Media - http://t.co/v6IFP1QPAn...
Virgilio Lamaignere's insight:

This article called my attention because social media is still a marketing tool not fully understood by many marketers. Although, many brands are making usage of it, many are failing to develop relationships with customers while still underestimating the powerful synergy it can create form it.It is not only about knowing your customers, but also knowing how they interact with their friends, families and workmates; how they share information, ideas and interests. It is an eye-opening to know that even brands like Virgin Blue can miss great opportunities for attracting customers soon after a successful campaign have just being launched. Social media is not that simple or easy as it seems. 

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jamie johns's comment, September 22, 2013 7:54 PM
I agree with you Virgilio, social media is such a vital part of business, these days especially. This generation are only going to get more and more sociable. Why companies dont interact with their customers via social media is beyond me. Virgin Blue, of all companies, should know the power of social media. If they interacting with their customers via this medium, we can all assure them they would gain extra customers
Abby Sy Roldan's comment, September 25, 2013 7:03 PM
@Virgilio, I agree that knowing your consumers is not enough, it is also about understanding how they interact because if that is not understood then marketers are not able to implement the right communication strategy.
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A Majority of Email Marketers Are Flying Blind - Direct Marketing News

A Majority of Email Marketers Are Flying Blind - Direct Marketing News | Integrated Marketing Communications: Milestone 2 | Scoop.it

competitive intelligence gathering among email marketers remains unsophisticated or nonexistent. While a quarter of emailers responding to the survey agree that doing competitive research increases a campaign's revenue, only 23% say they analyze their rivals' activities on a regular basis.

Virgilio Lamaignere's insight:

Although, the role of direct marketing is relevance and targeting, the article drives attention to the fact that marketers are still shooting emails in the dark with the hope to make some scores. It also raise awareness that marketers are not only making a bad usage of this tool but many simply don’t have the knowledge and the resources to evaluate the result of their efforts. Yet, despite it can be considered an obvious strategy to implement many of them don’t investigate their competitors move on a regular basis. For me, this article is an eye opener because it makes me realize that marketing practices are not simple to obtain and understand. For us marketers being able to succeed we should acquire as much experience and many skill as we can and not simply relying on technology to do it for us. 

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jamie johns's comment, September 22, 2013 8:21 PM
I agree with your comment that "marketers are still shooting emails in the dark with the hope to make some scores," Virgilio. If a company wants to market their product and engage with their customers via emails, then they need to ensure they understand the needs and wants of their customers. After all, if you are targeting teenagers, what teenager actually read their emails? Hardly any!
Abby Sy Roldan's comment, September 25, 2013 7:00 PM
@Virgilio, I agree that marketers are not able to communicate well with their target audience without being able to have the knowledge of them. Without this, they are not able to use advertising tools such as direct marketing effectively.
Liz Reid's curator insight, September 26, 2013 7:00 AM
This article highlights the importance of targeting messages to specific audiences, especially in the case of direct marketing and, in particular, direct mail. It was surprising to me to read the figures regarding how many marketers in the United States were blindly sending emails to entire databases, rather than carefully segmented groups relating to message and target audiences. There is certainly a need for all marketers to have accurate analytical software or partnerships with companies that provide intelligence services. However, it is difficult to ascertain the success or specificity of these services. Therefore this article demonstrates nature of online communications as a somewhat intangible marketing tool. For example, although someone may open an emailed newsletter, they may only glance at it for a second, which clearly does not result in deep engagement or the desired receiving of certain messages. 
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Subway apologizes for inch shortage on footlong sandwiches

Subway apologizes for inch shortage on footlong sandwiches | Integrated Marketing Communications: Milestone 2 | Scoop.it
On Jan. 25 Yahoo News shares that Subway cooperation has apologized for the inch shortage on some of its sandwiches. Subway is the world's largest fast food fra

Via Sara Duane
Virgilio Lamaignere's insight:

The Subway’s sales promotion strategy proved to be a successful marketing campaign after all. However, it turned out that the 5$ promotion wasn’t enough to prevent some customers from really checking the size of the offer. It is important to get the price right but companies should deliver their promises. But Subways Public Relations were fast and took lead of the situation before it was too late. We marketers can take a lesson from it; as hard as it can be to a brand to recognize a mistake in front of everybody, it’s still better doing it as carry on with excuses or looking for a scapegoat. I believe that assuming responsibility will look good and dignifying in front of customers. And from a PR point of view taking the necessary measures to compensate those affected by the problem and if it’s possible take advantage of the situation to show the humanitarian side of the company might be worth the challenge. 

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jamie johns's comment, September 22, 2013 7:51 PM
Virgilio, I dont quite understand what are trying to say here. However, I do believe that subway need to not only apologise for this issue for also provide something extra. Maybe this time, instead of providing a "11 inch" foot long sub, provide a "13 inch" footlong sub. Maybe this way they will be able to gain back some loyal customers and even some new ones
Abby Sy Roldan's comment, September 25, 2013 7:22 PM
@Virgilio. Some customers of Subway would lose brand loyalty towards the brand from this incident and I agree, Like Jamie, Subway will need an effective strategy to gain some of that brand loyalty that is loss back.
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5 Easy Ways to Optimize Social Media Marketing for Mobile

5 Easy Ways to Optimize Social Media Marketing for Mobile | Integrated Marketing Communications: Milestone 2 | Scoop.it
Nearly half of social media users consume content on their smartphones. Here's how to make sure your content is right for these mobile readers.
Virgilio Lamaignere's insight:

The fact is: advertising on social media is increasing sharply and more than ever people are interacting with brands through their mobile devices.  This article gives some useful tips about how to make the most of your social media content before you start taking it for granted. For instance, knowing where our target is going to be at a specific time on the hour or so after your post can be useful to create a call for action in order to inspire some engagement with them.  Another good tip is about knowing how to design for mobiles first instead for lap/desktops as there are differences on the experience for users. Another relevant tip is with regards understanding that some posts might not work on Androids and IPhones but will on Tablets. Likewise, knowing how to deal with it can generate a lot more traffic than simply assuming your links will work on any platform. 

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jamie johns's comment, September 22, 2013 8:15 PM
Virgilio, what a cool article to report on! Another great tip mentioned was to check your analytics to ensure you are reaching the appropriate target audience. For example, if you are a company that targets 18-34 year old males, then enabling a mobile application for people to access would be the right move to make. This is because 75% of this age group engage with content through their mobile phones.
Abby Sy Roldan's comment, September 25, 2013 9:11 PM
@Virgilio, A lot of people are accessing social media from their mobile devices. I find this article interesting that there is only 30 minutes of engagement on a post and the engagement decreases. So it's important for the message to relevant to the target.